Examining consumer food waste through grocery retailers' customer data: Segments and practical implications

• Published in: International journal of consumer studies 2023-07, Vol.47 (4), p.1273-1290
• Main Authors: Närvänen, Elina, Mesiranta, Nina, Saarijärvi, Hannu, Nevalainen, Jaakko
• Format: Article
• Language: English
• Subjects: Brand loyalty; customer data; Food; Food waste; grocery retailing; Households; Loyalty; Marketing; Purchasing; Retailing; Sociodemographics; Sustainability
• ISSN: 1470-6423; 1470-6431
• DOI: 10.1111/ijcs.12903

Grocery retailers have a large amount of societally relevant data on food purchases in their databases, which they have traditionally used merely for marketing purposes. However, despite the potential, the data have so far been rarely used in sustainability‐related research. This study addresses a key sustainability challenge—the reduction of food waste—by using retailers' customer data and a questionnaire. This paper's purpose is to identify and analyse household food waste segments and discuss their actual purchasing behaviour patterns. By doing so, we also illustrate and exemplify the potential use of customer loyalty card data to address global challenges related to food at the consumer level. The study utilizes an extensive data set of food purchases together with a survey of self‐reported reasons for food waste in households. Utilizing cluster analysis, Phase 1 identifies six household segments: no food waste; trust in date labels; safety first; occasional wasters; overpurchasers and overpreparers; and family first. These segments differ in their sociodemographic and purchase profiles. In Phase 2, these segments' purchasing behaviour is examined further by applying tree‐based methods. This study contributes to food waste research and studies on sustainable retailing. It also has practical implications for how retailers can facilitate household food waste reduction.